A lead or sales funnel is essential for you to succeed in Facebook Ads. Otherwise, you’re leaving money on the table because you’re not optimizing ads for every stage of the sales process.
For simplicity’s sake, we’re going to define a sales funnel as having three stages: the top, middle, and bottom. To get higher conversion rates, you need to create separate types of ads for each stage of the funnel.
For instance, at the top of the sales funnel, people wouldn’t know your brand, and what you do, so you need to introduce yourself to them. For this purpose, Brand Awareness and Reach ads are great objectives to use for your Facebook advert. You don’t want to sell on them aggressively as it could turn them off your brand. Instead, try to offer something of value. When they engage with your ad, you can retarget them later on with another ad.
At the middle of your funnel, your audience will be at the stage where they will be more likely to consider your business as the solution to their pain point. Since this is your second point of contact with your audience, they’d be more likely to engage with your advert. You can use different campaign objectives depending on what you want to achieve. For instance, you can choose from Traffic, Engagement, App Installs, Video Views, Lead Generation, and Messages objectives on Facebook ads. Maybe a few people in your audience will be willing to buy something from you now, but most of them will need some more prodding. So we go into the next stage of the funnel.
At the bottom of the funnel, this is where you ask people to buy your stuff. You’ve already made some contact with them – they’ve engaged with your past adverts, they’ve visited your site, signed up to your mailing list, downloaded your app, and more. They should be ready to buy now. You can create a Facebook ad with any of the following objectives – Conversions, Catalog Sales, and Store Visits.
Your Take away
When you create the perfect advert, one that will resonate with your bottom of the funnel audience, then you have a very successful Facebook Ad campaign. You can now tweak the ad and do a few split tests to hone in on the winning advert which you can scale later on.
It goes without saying that every good marketing plan is not made up of a single action, but rather of several related actions that all work in concert with each other.